I shouldn't enjoy this. It's an internet cat video, playing out a tired video gag from a…
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Bethesda's parent company Zenimax have filed a number of trademark applications related to the saying, which cover its use in everything from future games to merchandise.

This is important not for the fact it's happening - as Bethesda tells Game Informer, it is "Just protecting our brand" - but for the implications for other people using it. The shout has already been used in countless shirts, music videos and other home-made pieces of memorabilia; Zenimax having distinct ownership over it means they can, if they want, flex a little legal muscle over its future use.